See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/338302663

The Effect of Consumer Emotions on Online Purchasing Behavior

Chapter · January 2020

DOI: 10.4018/978-1-7998-0035-4.ch011

CITATIONS READS
0 597

1 author:

Dilaysu Cinar
Beykent Üniversitesi
15 PUBLICATIONS   1 CITATION   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Article View project

All content following this page was uploaded by Dilaysu Cinar on 22 February 2020.

The user has requested enhancement of the downloaded file.

 221

Chapter 11
The Effect of Consumer
Emotions on Online
Purchasing Behavior
Dilaysu Cinar
Beykent University, Turkey

ABSTRACT
This chapter was written to demonstrate the effect of consumer emotion on online purchasing behavior.
According to the results obtained from 418 data, it was observed that both positive and negative emo-
tions impacted online buying behavior. In this context, as the positive emotions of the online consumer
increases, the frequency of purchases increases, but as the negative emotions of the online consumer
increases, the frequency of purchases decreases. In addition, user interface quality, product information
quality, service information quality, site awareness, security perception, information satisfaction, and
relational benefit factors are factors that negatively affect consumers emotionally in purchasing online.
On the other hand, only product information quality, user interface quality, and security perception
factors positively affect emotions of online consumers.

INTRODUCTION

Businesses target certain feelings, values, and emotions in consumers in order to achieve competitive
advantage, to make their ads memorable and to ensure that consumers select the product offered by them.
In this case, the fundamental aim is to create the attitudes and actions on buying behavior of consumers.
It has been proved that almost all of the purchases made by consumers are done with their emotional
motivation. For this reason, it is clear that companies need to give a place emotional content in order to
provide a competitive advantage. To achieve this, a company follows the steps such as; to determine the
consumer’s needs and desires, to develop a marketing communication strategy that can position the product
emotionally and establish a relationship between consumer emotions and the concrete product features.
Almost every product offers similar advantages. For this reason, firms take steps to create strategies paral-
lel to consumer sentiments and, above all, emphasizes the values related to the inner desires, wants and

DOI: 10.4018/978-1-7998-0035-4.ch011

Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
 
The Effect of Consumer Emotions on Online Purchasing Behavior

ambitions of potential customers. Therefore, the secret of business is to create an emotional relationship
between the consumer and the product. Studies argued that the attention of consumers would be drawn
not by logical arguments but by creating images that created emotions. Therefore, the more intense the
emotion, the deeper the neurological connection in the brain of the consumer. In this sense, companies
have the goal of eliminating expectations with products that can address consumer feelings. Therefore,
it is necessary to know how the consumers think, what the consumers feel and what emotions can be
produced to reveal their dreams. In other words, firms should leave a mark on the consumer in order to
be catchy, to create consumer loyalty and to turn potential customers into existing customers. The way
to achieve this is to stimulate the networks that create a sense of pleasure and goodness in the consumer.
In this study, first of all, it has been examined whether there is a statistically significant difference
between online purchasing behavior and demographic variables. Then, the factors affecting the con-
sumer’s emotions in the online shopping channel has been revealed. For this, it has benefited from the
scale developed by Park and Kim (2003). The factors discussed in this scale are; user interface quality,
product information quality, service information quality, site awareness, security perception, information
satisfaction, and relational benefit. The scale developed by Laros and Steenkamp (2003) was used to
determine how the aforementioned factors affect consumer emotions. The factors have been discussed
in this scale are; anger, fear, sadness, shame, contentment, and happiness. Finally, the impact of these
emotional factors on online purchasing behavior have been measured in this study.

BACKGROUND

Customer Emotions

Emotion is the body reactions that is acquired in parallel with the evolutionary development of human
beings, affected to human behavior, occurs depending on events, factors, objects. Emotion is also mostly
uncontrollable. (Taylor, 2000). Although there are different typologies related to emotions, when evalu-
ated as a whole, they can be classified in two ways: basic emotions and complex (secondary) emotions.
The basic emotions are instinctive reactions that do not require any cognitive evaluation, which arise
suddenly, and that apply to all people and are constantly changing (Bellman, 2007). On the other hand,
complex emotions are a mixture and a combination of basic emotions (Plutchik, 1980). The complex
emotion set consists of differentiated emotions that require cognitive evaluation such as love, anger,
empathy, nostalgia and desire (Blossom, 2001).
Emotions are examined in the marketing literature on issues such as advertising (Stayman & Aaker,
1988), retailing (Babin et. al., 2005), pleasure (Alcan˜iz et. al, 2005), behavioral trends (Hicks et. al,
2005) and decision-making process (Stayman & Batra, 1991). Emotions affect consumer and executive
decisions closely (Bagozzi et. al, 1999). According to this, positive feelings of consumption lead to
positive behaviors and re-purchase (Karakaya, 2017)
Emotional experiences during the shopping by consumers are very important. Because consumers
will evaluate their next purchase in line with their emotional experiences. Therefore, consumer emotions
are used to define consumption experiences and to create an impact on the consumer. In order to be
successful in marketing strategies, it is necessary to identify the emotions that are effective throughout
the consumption (Cacioppo & Gardner, 1999). The subjective emotions that are experienced in evaluat-
ing, buying or using a product are consumption emotions (Cohen & Areni, 1991). Richins (1997) also

222

The Effect of Consumer Emotions on Online Purchasing Behavior

describes the various feelings, moods or emotions gained during the consumption of a product or service
as consumption emotions (Deveci, 2014).
Consumption emotions are a conceptualized classification of different primary emotions such as en-
tertainment, interest, sadness and happiness. According to his research, which is called as the marketing
literature, Consumption Emotion Set, Richins (1997) states that there are 16 consumption emotions and
that this consumption emotion set is only used to measure direct emotions about product consumption
and not to measure indirect feelings about advertisements. Richins (1997) dealt with these emotions as
a combination of emotions such as anger, dissatisfaction, anxiety, unhappiness, fear, shame, jealousy,
loneliness, romantic love, affection, tranquility, freshness, optimism, fun, enthusiasm, astonishment.
On the other hand, according to Hansen et al. (2006), consumers choose the ones closest to their emo-
tions from adjectives (happiness, anger, etc.) that are presented to them, even though they do not fully
represent the main emotions when talking about their emotions. In other words; presenting adjectives
that consumers can use to express their feelings are not enough to catch true emotions of consumers
about that advertising or brand. For this reason, the Net Emotional Response Strength (NERS) approach
was developed by Hansen et al. (2006) in order to capture the emotions felt by the consumers towards
advertising or brand. According to this approach, by calculating the absolute value of the positive and
negative emotions that the consumers feel for the brand, the NERS value that the consumer has to the
brand or the advertising is calculated. The NERS value that the consumer possesses against that the
brand or the advertising is calculated. If this value is greater than 0, the consumer feeds positive emo-
tions towards that brand / advertisement, if it is less than 0, consumer feeds negative emotions against
that brand / advertisement. Consumption emotions are the main reason for motivation of the individual.
Holbrook and Gardner (1993) discussed the relationship between emotion dimensions and consumption
experiences in terms of satisfaction and mobilization dimensions. As a result of the study, they deter-
mined that positive emotions motivated the consumer. Emotions are important at this point. Because
the emotional importance of the situation in terms of the individual determines the level of motivation
(Allen et al., 2003).
Emotional reactions that may occur pre-purchase, during purchase and post- purchase, the use of
the product and other consumption processes can be in the form of contentment, joy, enthusiasm, pride,
relaxation, nerve, fear, sadness and guilt (Holbrook & Hirschman, 1982). In order to evaluate the prod-
uct, the effects of the product feelings and product satisfaction on the post-consumer experience were
examined in a study by Mano and Oliver (1993). To evaluate emotions about the product; they have ap-
plied to adjectives such as good mood, fear, bad mood, action, boredom, calmness, confusion, guilt and
content (Mano & Oliver, 1993) In general terms, emotions related to consumption are examined at two
levels as positive and negative emotions (King & Meiselman, 2010). Customers seek positive emotional
experiences in their purchasing or consumption processes and avoid negative emotional experiences
(Karakaya, 2017). According to Westbrook (1987), consumption emotion is the main determinant of
consumer behavior and the direction of oral communication. Not fulfilling expectations plays a role in
determining consumption feelings. Westbrook (1987) stated that both positive and positive emotions are
related to surprise and interest, while negative emotions are associated with hostility. There is a significant
relationship between positive word of mouth communication with consumption emotions and being will-
ing to share more and also changing preference (White & Yu, 2005). Positive consumer emotions create
positive word of mouth communication, more and more positive shares with other consumers and brand
loyalty, while negative consumer emotions result in negative word of mouth communication, sharing
of negative emotions for business or products with the environment and changing the brand preference

223
 
The Effect of Consumer Emotions on Online Purchasing Behavior

(White & Yu, 2005). According to Tronvoll (2010) negative emotions occur when a consumer experiences
a situation or experience that he does not want. This situation ends with the complaint behavior of the
consumer. Inman et al. (1997) found that negative emotions had a much stronger impact on subsequent
purchasing evaluations than positive feelings. Because consumers remember the negative feelings they
experience more clearly than positive emotions. Such feelings are frequently encountered in services.
As a result, it is useful to know what emotions lead to negative consumer behavior in order to provide
positive word of mouth communication behavior and to create customer loyalty (Karakaya, 2017).
Consumer emotions may also be caused by advertising. Batra and Ray (1986), who examined the
state of advertising positively in consumers, show that advertising can cause emotions such as excite-
ment, happiness, relaxation, sincerity, compassion and sympathy. On the other hand, promotional efforts
such as a cigarette advertisement involving the use of health harmful substances for young children, a
cosmetic advertisement containing a thin woman, and a public spot that resulted in death could lead to
feelings such as anger, disgust, shame, sadness and fear. In another study by Batra and Halbrook (1990)
measures to basic reactions that are created by the ads on consumers. According to their study, mood,
emotions, and motives are effective reactions towards advertising. Another study related to advertising
is the study by Derbaix (1995). Derbaix (1995) examined the effect of television commercials on emo-
tions and mentioned two important variables about advertising to evaluate this. These are; consumer
attitude towards advertisements and brand attitude after exposure to advertising. Then, Ekman (1999)
examined the effect of these two important variables, which are evaluated using the oral and nonverbal
emotion scales, on the emotional responses of those exposed to the ad. At the end of the research, verbal
expressions have a significant effect on these variables while non-verbal expressions (mimic, gesture,
etc.) have no significant effect on these variables (Kabadayı & Alan, 2013).
Customer emotion is also examined in the context of customer complaint behavior. To explain the
behavior after purchasing is simply insufficient to understand the phenomenon of dissatisfaction, as in
question that unsatisfactory behavior of the customers that harm to company (abandonment, negative
communication, etc.) instead of forwarding the complaint to the business. Consumer emotion may also
affect consumer behavior before buying. If the consumer focuses on emotions in the decision-making
process, as in the case of fast-moving consumer goods where preferences based on emotions occur, at-
tention should be given to product characteristics that will create positive emotional responses such as
the picture on the package. On the other hand, if customers are seeking concrete reasons, the advantages
of the product are primarily suitable (Scarabis et al., 2006). For example, for a product such as ice cream
or chocolate, consumers are more likely to make decisions depending on emotions and internal reactions.
Consumer emotion can also be examined in terms of the effectiveness of the specific promotion activity.
For example, the emotional response to advertising may affect the relationship between the consumer’s
advertising message processing and the attitudes towards advertising and brand (Edell & Marjon, 1987).
Hence, it is understood that in marketing communication, emotions are an issue that should be examined
from different perspectives. Consequently, it is expected that people will develop positive attitudes and
have behavioral tendencies against businesses, products, stores, salespeople, brands or advertisers who
create positive emotions in the customer (Karakaya, 2017).

Online Purchasing Behavior

The continuous changes in consumer demands and the behaviors in the purchasing process are of great
importance for marketing today. The elasticity of this demand in consumers is due to new and different

224

The Effect of Consumer Emotions on Online Purchasing Behavior

information acquired continuously. Because consumers now have a lot of choice. Therefore, businesses
should remind consumers of their assets frequently. For this, the best way to follow in terms of enterprises
is to be on the internet environment where consumers spend most of their time. Thus, it will be possible
to meet the consumers’ demands and needs by reaching them in a shorter time (Leinbach & Reyhle,
2015). Previously, shopping was done to spend time and socialize, over time it becomes a tedious activity
by some consumers. This is is the most important indicator of changes in consumer behavior. The rapid
development of the Internet and the spread of marketing from the internet has been a good alternative
for consumers who think that shopping is boring or time consuming. As the number of online shoppers
increased, it became important to investigate consumers’ online buying behavior (Gültaş & Yıldırım,
2016). In addition, the internet is not limited to an environment where consumers can use it only at the
time of shopping. the Internet is also able to master many functions in the traditional shopping area both
pre- purchase and post-purchase (Cengiz & Şekerkaya,2010)
Experience is the first factor that influences consumers’ online purchase. It has been demonstrated in
various studies that the experiences related to internet channel are effective to evaluation of the benefits
offered by the internet channel to the consumers (Montoya et al., 2003). While consumers with adequate
internet experience may feel more comfortable when using online channels; others may be more hesi-
tant about using the online channel due to perceived uncertainty and risk (Murray & Schlacter, 1990).
Dahle’N (1999), who researched on the shoppers in the online environment, revealed that individuals
with a lot of internet experience are more engaged in online shopping than individuals with less internet
experience. Hofmann et al. (1995) found in their research that people who connect to the internet more
often do more online shopping than those who are not frequently connected. Rangaswamy and Gupta,
(1999) also found that individuals who spend more time on the internet prefer more than online shop-
ping the consumer’s beliefs regarding the perceived benefit and perceived ease of use also affect to buy
on the online channels (Karahanna & Straub, 1999).
Another factor effective in online purchasing is privacy. Privacy is defined as the protection of infor-
mation provided in a communication system or network and hiding against access by others. Privacy is
also consumers concerning about making online purchases that is most frequently mentioned by them
(56). Another factor that is effective in online purchasing is security. The security risks are perceived by
consumers against online shopping more than they perceive against a physical store. This is due to the
fact that consumers are most often afraid of stealing credit card information or using them for different
purposes. In order to increase online shopping, it is necessary to minimize this risk perceived by the
consumer. The online shopping site should close the gaps in financial security and build trust in consumer
perception (Akbar & James, 2014)). Time factor is another factor in online purchasing. According to
Becker, time is very limited for the modern time consumer and efficient use of time is a critical issue.
The Internet is seen as a time saver for the consumer in this sense. Not having to visit the store, looking
for products in the crowd and preventing queues in the trial cabins has a positive effect on increasing
online purchasing (Kim, 2004). In fact, ease of use also allows consumers to buy online. The ease of use
is associated with the ability of the consumer to use the relevant shopping site effortlessly. The easier the
consumer can use the online store, the more positive the buying behavior will be (Alcan˜iz et al., 2008)).
Touching is another factor that has an impact on consumer purchasing decision-making processes in
online purchasing. The consumer wants to touch, see and try that product before buying a product. In
a way, this is to test whether the product meets the performance desired by the consumer. Since there
is no physical contact in online shopping, the consumer can perceive this as a risk (Perry et al., 2013)

225
 
The Effect of Consumer Emotions on Online Purchasing Behavior

On the other hand, marketing related factors affecting the online purchasing behavior are; product
quality, diversity and characteristics, product promotion, delivery methods, returning policy and customer
service (Özdemir and Taşkın, 2017). While shopping, consumers pay attention to product variety and
quality. It is a fact that online stores have more products than a physical store. Selling quality products
will increase online store’s sales performance. Both factors have the potential to increase online sales
(Sebastianelli et al., 2008). The characteristics and types of products listed for customers’ selection in
the online store can affect the purchasing decisions of customers. Product promotion is another factor
in influencing consumers’ buying behavior. Through online channels (e-mail messages, advertisements,
etc.), the online store’s poster and logo are tried to be conveyed to the consumer to gain awareness.
These promotional activities have positive effects on informing the consumer and referring them to
the website. (Gallagher et. al., 2001). The use of delivery service, which is another factor, is required
because there is a physical separation between the buyer and the seller in an online purchase. The time
difference between the product order and delivery reduces the consumer’s concern. These concerns have
a negative impact on the consumers’ online shopping (Yrjola, 2001). Another factor is that the consumer
will not have any trouble in returning the product, the consumer will not hesitate to make purchases in
the online environment. A problem that may arise during the returning phase will also negatively affect
future online purchases. Unlike a shopping in a physical store, it is not possible to examine the product
in a shop online. This situation makes application of product returning more important (Kim, 2004). As
the last factor that keeps its importance in online stores, customer service includes order fulfillment and
order tracking. Providing personalized service gives competitive advantage and customer satisfaction
in online retailers (Luo et al., 2012).
In studies on online consumer behavior, researchers generally adopted two accepted views; these
are consumer-oriented and technology-oriented views. Consumer-oriented view focuses on consum-
ers’ beliefs about online shopping and the impact of these beliefs on the shopping channel. To give
an example, online consumer behavior has been studied in terms of shopping orientation, motivation,
personal characteristics and internet experience (Monsuwe, Dellart, & Ruyter, 2004). On the other hand,
technology-oriented view is used to estimate consumers’ online shopping adoption by examining web site
designs, content and system usability. Researchers have developed socio-psychological-based theories
to explain and predict consumers’ online buying behavior and decision-making process by adhering to
technology-oriented and consumer-oriented perspectives. Theory of Reasoned Action, Theory of Planned
Behavior, Technology Adoption Model, Expectation-Confirmation Theory and and Process Cost Theory
are some of them. These theories, based on attitude and intention, are the most common and dominant
cognitive models and have been used as an important tool to explain individual behavior. These models
provide an infrastructure for evaluating the cognitive basis of behavioral decisions. Among the mentioned
models, the studies conducted to understand the consumer behavior in the online environment are basi-
cally based on two models. These two models have been widely studied are; Theory of Reasoned Action
(TRA) and Theory of Planned Behaivor (TPB) (Cheung, Chan, & Limayem, 2005).
Fishbein and Ajzen (1975) was developed the Theory of Reasoned Action in order to describe the
behavior of a particular purchase. The TRA recognizes that the individual’s behavior is determined by the
behavioral intention of that individual. There are two main determinants of behavioral intention accord-
ing to TRA. These are subjective norms that can be defined as attitude towards behavior and normative
social pressure. The attitude towards behavior can be considered as a combination of the beliefs about
the behavior and the evaluation of the behavior results. In addition, subjective norms are considered as
a combination of a particular reference group’s views on behavior and the motivation of adherence to

226

The Effect of Consumer Emotions on Online Purchasing Behavior

the individual’s reference group (Fishbein & Ajzen, 1975). Although this model is widely used in ex-
perimental research on online behavior, Kim (2005) concluded in their studies that this model showed a
poor performance for explaining the behavioral intention compared to other models. Therefore, Theory
of Planned Behaivor has been developed as a result of the addition of perceived behavioral control vari-
able to the basic model Ajzen’s Theory of Planned Behaivor is an extended version of TRA. TPB has
been developed taking into account the conditions in which individuals do not have full control over
their behavior. In order to better predict the consumer behavior in the online environment, the Theory of
Reasoned Action, which includes the individual’s attitude towards behavior and subjective norm factors,
was expanded by adding a Perceived Behavioral Control (PBC) variable. PBC expresses the perception of
how easy or difficult it can be for an individual to perform a behavior (Ajzen, 1991). According to TPB,
actual behavior is determined by both behavioral intent and perceived behavioral control. Behavioral
intent can be estimated respectively by looking at subjective norms, attitudes and ADC factors. Using
this model, which focuses on understanding and predicting the behaviors of individuals, many studies
have been conducted for a specific behavior in different areas. Empirical research has shown that TPB
is well suited for predicting consumer behavior in online shopping (George, 2004). Hansen, Jensen and
Solgaard (2004) tested both TRA and TPB in his studies and found that TPB was a better model than
TRA in explaining online consumer behavior.
While there are different models related to the consumer buying process in the online environment,
this study will be based on the consumer purchasing decision model, which was developed in 1968 by
Engel Kollat Blackwell. The reason why EKB model is preferred is that it is widely accepted in the
literature and it is used in other scientific studies investigating consumers’ buying behavior from the
internet. The model consists of five stages: determination of needs (identification of the problem), in-
formation collection, evaluation of alternatives, purchase decision and post-purchase evaluation (Cengiz
& Sekerkaya, 2010).
The pre-purchase period consists of the first three stages of the online consumer purchase decision
process. The stages of determining the needs, collecting information and evaluating the alternatives con-
stitute the stages that the consumers spend before making the decision to buy. Recognition of the need
arises from the perception of the difference between the current situation of the consumer and the ideal
situation and this phase is characterized by the identification of needs. At this stage, it is possible to be
aware of the needs by informing to online consumers (Blackwell et al., 2001). Moreover, websites and
some referral agencies can also enable consumers to recognize their undiscovered needs (Maes et al.,
1999). The Internet increases consumer efficiency by facilitating more convenient access to consumption-
related information, and helps to save time, energy and money expenditure to collect information. The
Internet also enhances consumer effectiveness by offering a mix of visual tools (sound, image, text) to
facilitate consumer information and help consumers to select products that best meet their needs (Mc-
Gaughey & Mason, 1998) The Internet provides consumers with fast and convenient information as well
as the ability to compare products and services (Keeney, 1999). Thus, it makes easier to compare various
alternatives. The Internet has created some differences in terms of the consumer. Consumers have started
to need new things together with the Internet. When considering there is a much wider market on the
internet than traditional markets and obtaining information is extremely easy, it can be thought that the
needs of consumers increased compared to the traditional ones (Özcan, 2010).
The consumer searches for information by utilizing internal and external sources. Internal resources
are the consumer’s past experiences and knowledge about the product. The main external sources for
which information can be obtained are advertisements, internet and business web pages, mass media,

227
 
The Effect of Consumer Emotions on Online Purchasing Behavior

experienced reference groups, magazines and consumer reports (Aksoy, 2006, p. 63). Consumers do not
only meet their needs in the online environment, but also perform recreational activities in the search
stage of pre- purchase. Sometimes they do a continuous scan to avoid lagging behind developments in
the market (Solomon et al., 2006). Consumers can search the internet for active information in three
ways. The first one is that the consumer can reach the information that he is looking for on the website.
When the consumer clicks on any of the internal or external links while browsing any web site, he gets
the information that he is looking for. The second one is that consumers reach the information they
want through the browsers. If the consumer knows the exact address of the source of the information he
wants, it will be quite useful. The latter is the result of the consumers questioning the information they
need by entering their keywords into the search engineering. There are many search engines serving this
purpose. Google.com, yahoo.com etc. portals are the best-known search engines.
In the process of evaluating alternatives, the consumer is in a selection process. Characteristics of
products and services, the relative importance given to the different properties of the product, the brand
image, individual utility functions and attitudes for each product feature of the consumer are considered
in this selection process (Tek & Ozgul, 2005). Businesses in the virtual environment help the consumer
to make decisions in a shorter time and effortless way by contributing to the evaluation process of alterna-
tives. Through the Internet, the set of alternatives can be created in a much shorter time and on a global
scale. Even a lack of knowledge of foreign languages is not considered as a problem. Because many busi-
nesses can prepare their pages on the Internet in accordance with their target audiences’ mother tongue
(Aksoy, 2009). E-commerce sites can create a price and property comparison of their products on their
site. At the same time, there are also Internet businesses that offer different product groups and products’
prices and features comparatively to consumers. It is also possible to access consumer reviews via the
Internet. Consumer reviews are used as an application of the interaction with the internet. Comments
are an important feature, especially for consumers who care about others’ evaluations. In addition, it is
possible to prevent the possibility of misinformation that can be perceived as risk by taking measures
such as receiving feedback from a large number of users and asking a user to comment whether other
users find the correct one (Özcan, 2010).
The purchase decision is taken after the analysis and comparison of the products. Two decisions must
be made at the time of purchase. The first one is where to buy and the second one is how to make the
purchase. The Internet can be used as a means of exchange at the stage of purchase. Therefore, more
consumers can be reached, income can be increased and individualized messages can be delivered to
consumers (Kiang et al., 2000) When the point of payment is reached, support is provided to consumers
and firms during the purchase process via online payment facilities (credit card, electronic cash, and
official approval procedures from the bank) (Zwass, 1996).
In terms of consumers, buying behavior in the virtual environment is more risky than traditional
markets, and these risks affect the sense of trust depending on the attitude and functioning of the enter-
prises. These risks can be financial, time, personal and product functions. When the consumer decides to
purchase goods or services, he or she thinks about these risks and probabilities until the time of obtaining
the product, the enterprises are trying to minimize these risks in order to increase their trust and keep
their customers in the competitive environment (Fah, Choo, 2010, p. 135).
The final stage of the buying decision process is the post-purchase behavior. The experience of the
consumers, who make their evaluations about the product or service they buy, will have a great deal of
influence on the product and service choices they will make in the future. In this stage, where satisfaction
or dissatisfaction is experienced, it is seen that consumers make appraisal by evaluating their decisions.

228

The Effect of Consumer Emotions on Online Purchasing Behavior

In addition, timely delivery of products received via internet quality and use of products, quality of ser-
vice, warranty, refund conditions, resolution of complaints and suggestions are important components
of this phase. Consumers who are satisfied with this experience are researching new products, collecting
information and buying again by turning again to the website they purchase these products (Cengiz &
Sekerkaya, 2010).
Final stage of purchasing decision process should not be separated from the purchase process and
should be seen as a component of the process. In this way, a clearer view can be obtained about the
overall online consumer buying behavior. In the development of the relationship with the customer,
the purchase phase should be seen as a starting point, not an end. Thus, critical factors in understand-
ing customer behavior are how the customer receives the product, how the customer uses the product,
how satisfied the customer is, the service quality of the product, the complaints and suggestions about
the product (Butler & Peppard, 1998). The online consumers buy any product in order to meet their
needs. The online consumer makes an assessment on the suitability of the product purchased on the
post-purchase stage. As a result of the evaluation he thinks that he satisfies his needs or not. The online
consumer who satisfies his needs will probably buy the same product again and even recommend it to
others (Aksoy, 2009). Inactivity of consumers in case of dissatisfaction is a detrimental condition for the
enterprise. In such a case, the business loses both the customer and the dissatisfaction. This is even more
important for businesses operating on the Internet. The structure of the Internet, which provides high
interaction, provides significant benefits to the consumer at many stages as well as providing support
in post-purchase stage. An unsatisfied consumer can request the solution of the problem by contacting
the enterprise on the Internet without any cost. Furthermore, if the consumer believes that the business
is insufficient to solve the problem, he/she can express his/her dissatisfaction on different social media
platforms. This may mean a negative word of mouth marketing about the business and the business may
therefore lose reputation. Enterprises dealing with electronic commerce need to know how the consumer
is going through the process of making a purchase decision in order to determine the consumer’s deci-
sion to make an impact on consumer behavior (Özcan, 2010).

METHODOLOGY

In order to measure the effect of consumer emotions on online purchasing behavior, a questionnaire method
was used in this study. Since the original language of the questions was in English, the questions were
translated into Turkish and re-adapted and then back translation was done. The total number of questions
in the survey is 69 and consists of four parts. Demographic questions were asked to the participants in
the first part. In the second part, questions were asked to determine the factors affecting the emotions
of consumers through online shopping channel. For this, it was benefited from the scale developed by
Park and Kim (2003). The factors discussed in this scale are; user interface quality, product information
quality, service information quality, site awareness, security perception, information satisfaction, and
relational benefit. In the third part, questions were asked to measure the emotions of consumers towards
the online shopping site which is the subject of the study. For this, it was benefited from the scale de-
veloped by Laros and Steenkamp (2003). The factors have been discussed in this scale are; anger, fear,
sadness, shame, contentment, and happiness. In the last section, how often the consumers were buying
through the online shopping site which is the subject of the research was asked in order to measure the
consumers’ purchasing behavior. The answers in the questionnaire were classified with 5-point Likert

229
 
The Effect of Consumer Emotions on Online Purchasing Behavior

Figure 1. Research Model

scale (1: Strongly agree, 2: Agree, 3: Undecided, 4: Disagree and 5: Strongly disagree). Four hundred
eighteen participants over the age of 18 who were residing in Istanbul were chosen as the universe of
research. In addition, random sampling method was chosen in the study.

The Research Model and Hypotheses

The main purpose of this study is to reveal what emotions in the consumer should be satisfied on the
basis of purchasing behavior in the online environment. For this purpose, one of the most preferred online
shopping sites in Turkey discussed. Sub-objectives created in line with the main purpose mentioned in
the study are; examining whether there is a statistically significant difference between online purchasing
behavior and demographic variables and revealing the factors affecting the consumer’s emotions in the
online shopping. The model created for these purposes is given below. This model is derived from the
model created by the model created by Park and Kim (2003).
The following hypotheses were taken into consideration as a result of the model created for the
purposes of the research:

H1: There is a statistically significant relationship between information satisfaction and production
information quality
H2: There is a statistically significant relationship between information satisfaction and service informa-
tion quality
H3: There is a statistically significant relationship between information satisfaction and user interface
quality
H4: There is a statistically significant relationship between information satisfaction and security perception
H5: There is a statistically significant relationship between relational belief and production information
quality
H6: There is a statistically significant relationship between relational belief and service information quality

230

The Effect of Consumer Emotions on Online Purchasing Behavior

H7: There is a statistically significant relationship between relational belief and security perception
H8: There is a statistically significant relationship between relational belief and site awareness
H9: There is a statistically significant relationship between information satisfaction and negative emotions
H10: There is a statistically significant relationship between relational belief and negative emotions
H11: There is a statistically significant relationship between information satisfaction and positive emotions
H12: There is a statistically significant relationship between relational belief and positive emotions
H13: There is a statistically significant relationship between negative emotions and purchase behavior
H14: There is a statistically significant relationship between positive emotions and purchase behavior

In addition, whether there is a statistically significant difference between online purchasing behavior
and demographic variables has been examined.

Analysis of the Research Data

The “SPSS 16.0” package program was used for the analysis of the data obtained as a result of the re-
search. Validity and reliability analysis, descriptive statistics, One Way Anova Test and multiple linear
regression analysis were performed through this program.

Frequency Distributions of Demographic Variables

According to the results obtained by frequency analysis, the majority of the participants are 18-25 years
old, female, single, a monthly income of between TL 2001 and TL 3000, and undergrate education. In
addition, sometimes and often were found as the frequency value of the majority of the participants to
buy products from the online site which is the subject of research. The results of frequency analysis are
given in the table below.
After the frequency analysis, One Way Anova test was used to test whether there is a significant
difference between the participants’ demographic variables regarding the purchasing behavior from the
online site subject to the study. The results of the test are given in the table below.
An analysis of variance has showed that the effect of age and monthly income on the online purchasing
behavior were significant. When the results in multiple comparisons are analyzed, there is a significant
difference in online purchasing behavior among participants with monthly income of less than TL 1000
and those with monthly income of TL 2001-3000 and more than TL 5000 monthly income. In addi-
tion, when the age situation is examined, a significant difference in online purchasing behavior among
participants with aged 18-25, 26 -30 and over the age of 40. Similarly, there is a significant difference
in online purchasing behavior between participants aged 31-40 and over 40.

Reliability and Validity Analysis of the Scales

Firstly, internal consistency test was performed in order to find out whether the scales were reliable or
not. Factors affecting online behavior are user interface quality, product information quality, service
information quality, site awareness, security perception, information satisfaction, and relational benefit
factors considered as factors affecting consumer behavior in online purchasing in the study conducted
by Park and Kim (2003). The reliability ratio of this scale was found as 0,940. In addition, the factors
such as anger, fear, sadness, shame, contentment, and happiness are considered as factors that reveal

231
 
The Effect of Consumer Emotions on Online Purchasing Behavior

Table 1. Descriptive Statistics on Demographic Characteristics of The Participants

Measure Items Frequency %

18-25 189 45,2
26-30 112 26,8
Age
31-40 90 21,5
>40 27 6,5
Female 187 44,7
Gender
Male 231 55,3
Married 112 26,8
Marital Status
Single 306 73,2
<TL 1000 66 15,8
TL 1000- TL 2000 82 19,6
TL 2001- TL 3000 115 27,5
Monthly Income
TL 3001- TL 4000 88 21,1
TL 4001- TL 5000 28 6,7
>TL 5001 39 9,3
Middle School 5 1,2
High School 53 12,7
College 74 17,7
Education Level
Undergraduate 226 54,1
Postgraduate 44 10,5
Doctorate 16 3,8
Never 44 10,5
Rarely 35 8,4
Purchasing behavior within a year
from the site which is subject of Sometimes 122 29,2
the study
Often 125 29,9
Always 92 22,0

online consumer emotions in the study conducted by Laros and Steenkamp (2003). The reliability rate of

Table 2. One-Way-Anova Test Results

Measure F Sig.
Age 10,571 ,000
Gender ,149 ,700
Marital Status 1,420 ,234
Monthly Income 3,346 ,006
Education Level 1,030 ,400

232

The Effect of Consumer Emotions on Online Purchasing Behavior

the scale used was found to be 0,867. As a result of internal consistency analysis, it can be said that the
scale is reliable since the alpha coefficients of the factors constituting both scales are greater than 0.70.
Then, explanatory factor analysis was performed in order to determine the variables that are high in
the study as factors with high explanatory variables, to identify those who are unrelated or weak in the
variables and finally to determine the prominent ones in the variable. In the study conducted by Park and
Kim (2003), the Kaiser-Meyer-Olkin Measure of Sampling Adequacy value was 0,838 and the value of
Bartlett’s Test of Sphericity was 0,000. In the study conducted by Park and Kim (2003), the Kaiser-Meyer-
Olkin Measure of Sampling Adequacy value was 0,838 and the value of Bartlett’s Test of Sphericity
was 0,000. For the 30 items constituting a total of seven factors on the said scale, it was determined that
there were seven components with eigenvalues over one, and the total contribution of these factors to the
variance was 72.81%. In addition, the value of the Kaiser-Meyer-Olkin Measure of Sampling Adequacy
was 0.840 and the value of Bartlett’s Test of Sphericity was 0.000 in the study performed by Laros and
Steenkamp (2003). It was found that there were five components with eigenvalues over one in total for
33 items which constitute five factors in the scale and the total contribution of these factors to variance
was found to be 82.41%. In both scales, the KMO value is higher than 0.60, indicating that the sample
size is appropriate. In addition, a p value in the Bartlett Sphericity Test for both scales less than 0.05
indicates that the expressions on the scale are related to each other. The reliability and validity results
of the factors included in the aforementioned studies are summarized in the table below.
After the reliability and validity analysis of the scales, multiple linear regression analysis was per-
formed to test the hypotheses. The findings obtained from the analysis are given in the table below.

SOLUTIONS AND RECOMMENDATIONS

Adjusted R2 value of each model discussed in the table above was investigated by multiple linear regres-
sion analysis. The Adjusted R2 value was taken into account because the research model was built in the
form of multiple linear regressions. This value is calculated as 0,583 for the first model. In other words,
four independent variables (Product Information Quality, Service Information Quality, Security Percep-
tion) can explain 58.3% of the change in the dependent variable (Information Satisfaction). Adjusted R2
value was found to be 0.503 in the second model, 0.278 in the third model, 0.342 in the fourth model
and 0.481 in the fifth model. In this case, it can be stated that variables of information satisfaction and
relational belief are insufficient to explain negative emotions change.
In the next step, the results of the Anova test for each model were examined. As a result of the Anova
test, the p value of each model was 0.000. Therefore, it can be said that the multiple linear regression
model can be considered as a whole. Then, the coefficients and the significance values of each multiple
linear egression model were analyzed. According to this, p value of constant term coefficient for each
model was found as 0.000. In this case, it can be said that the constant term is meaningful. As can be seen
from the table above, it can be stated that the significance level of each factor, other than the relational
factor, is significant as it is less than 0.05. Therefore, all hypotheses, aside from the H12 were accepted in
the study. Then, regression coefficients of each model were examined in the study. Accordingly, it can be
stated that there is a direct proportion between dependent and independent variables in the most models.
On the other hand, it can be said that there is an inverse relationship between information satisfaction and
relational belief variables and negative emotions. In addition, can be expressed that there is an inverse
relationship between negative emotions and the purchasing behavior. According to this; as the level of

233
 
The Effect of Consumer Emotions on Online Purchasing Behavior

Table 3. The Reliability and The Validity Analysis of Factors Used

Factors Cronbach’s Alpha Eigenvalue Total Variance Explanation Rate

User Interface Quality 0,854 11,581 38,604
Product Information Quality 0,860 3,156 10,520
Service Information Quality 0,819 1,786 5,952
Site Awareness 0,717 1,500 4,999
Security Perception 0,749 1,373 4,576
Information Satisfaction 0,843 1,243 4,143
Relational Benefit 0,854 1,016 3,386
Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,838
Bartlett’s Test of Sphericity
Approx. Chi-Square: 9,809E3
df: 435
sig.: ,000
Anger 0,941 18,307 55,475
Fear 0,936 5,351 16,216
Sadness 0,952 1,967 4,745
Shame 0,933 1,883 2,929
Contentment 0,925 1,566 2,676
Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,840
Bartlett’s Test of Sphericity
Approx. Chi-Square: 2,295E4
df: 528
sig.: ,000

information satisfaction and relational belief increases, negative emotions can be reduced. Finally, the
rates of Collinearity statistics were analyzed for each model in the analysis. Accordingly, it can be stated
that there is no correlation between the independent variables because VIF ratio is not 5 or higher in
any model. In this case, it can be stated that it would be appropriate to keep the variables in the models.
According to the above results, companies should create strategies to increase the consumers’ posi-
tive emotions in order to achieve competitive advantage in online environment, to ensure consumer
loyalty, to improve brand image in a positive way and to increase brand value. In order to provide this,
e-commerce sites should give weight the product information quality, user interface quality and security
perception factors. In addition, firms should also identify strategies to avoid from situations that cre-
ate negative emotions. In order to provide this, e-commerce sites should give weight the user interface
quality, product information quality, service information quality, site awareness, security perception,
information satisfaction, and relational benefit factors.

FUTURE RESEARCH DIRECTIONS

In future studies, it is thought that the examination of the enterprise which exists both in the traditional
environment and online environment and then comparing the emotions of the consumer towards the
business in these two environments will contribute to the study. In addition, it can be examined whether

234

The Effect of Consumer Emotions on Online Purchasing Behavior

Table 4. Hypothesis Testing According to the Results of Multiple Linear Regression Analysis

Unstandardized
Coefficients Ad. Hypothesis
Model T Sig Tolerance VIF
Std. R2 Results
B
Error
H1 was
,226 ,056 4,042 ,000 ,426 2,345
supported
Information satisfaction= H2 was
Product Information Quality+ ,539 ,057 9,457 ,000 ,429 2,330
supported
Service Information Quality+ ,583
User Interface Quality + H3 was
,168 ,041 4,059 ,000 ,588 1,699
Security Perception+ ε supported
H4 was
,101 ,042 2,403 ,017 ,764 1,309
supported
H5 was
,369 ,056 6,571 ,000 ,453 2,210
supported
Relational Belief= H6 was
Product Information Quality+ ,295 ,058 5,101 ,000 ,446 2,243
supported
Service Information Quality+ ,503
Security Perception+ H7 was
,245 ,047 5,247 ,000 ,667 1,499
Site Awareness + ε supported
H8 was
,069 ,036 1,920 ,046 ,729 1,371
supported
H9 was
Negative Emotions= -,349 ,062 -5,585 ,000 ,467 2,141
supported
Information satisfaction + ,278
Relational Belief + ε H10 was
-,247 ,066 -3,752 ,000 ,467 2,141
supported
H11 was
Positive Emotions= ,583 ,062 9,332 ,000 ,467 2,141
supported
Information satisfaction + ,342
Relational Belief + ε H12 was
,068 ,066 1,031 ,303 ,467 2,141
rejected
H13 was
Online Purchasing Behavior= -,239 ,059 4,047 ,000 ,695 1,439
supported
Negative Emotions+ ,481
Positive Emotions + ε H14 was
,781 ,056 13,835 ,000 ,695 1,439
supported

there is a significant difference between the consumer’s feelings towards the different product groups
that offer various products in the online environment. Finally, it is possible to compare consumer emo-
tions between companies that provide services in online environment and companies offering products
in the online environment.

CONCLUSION

It is becoming more and more difficult for businesses to maintain their existing customers in the competi-
tive environment and to add potential customers to their portfolio. While the production understanding
in enterprises is dominant in old times, today’s enterprises need to carry out their activities at the level
of global competition in order to sustain their assets and to be one step ahead in the competition due to

235
 
The Effect of Consumer Emotions on Online Purchasing Behavior

developments in globalization and communication technologies. In addition, the developments in com-

munication technologies enable many businesses to reach customers by creating virtual stores and offer
their products and services to the customer faster and more affordable price compared to a traditional
retail store. Developments in recent years cause businesses to build more and more e-commerce sites and
to place their brands in virtual stores. The main reason for this orientation is to reach out to consumers
who have limited time or have no opportunity to go to a store for shopping. and to ensure the use of its
products by consumers. Whether the business is a traditional store or a virtual store, its purpose is to
make more sales to customers, to allow customers to visit its own store again and to increase its profits
by gaining new customers through existing customers. The realization of this aim by the enterprises
depends mainly on the creation of positive emotions on the online consumers. The identification and
understanding of the online customer’s emotions by e-businesses will provide ease to customer satisfac-
tion and loyalty.
By the reason of the importance of online consumer emotion discussed in background section, the
main purpose of this study is to reveal what emotions in the consumer should be satisfied on the basis
of purchasing behavior in the online environment. Due to the absence of any studies on the subject
previously in Turkey, this research is important in terms of contributing to the literature and helping
practitioners to understand the importance of consumer emotions. As a result of the multiple regression
analysis conducted for the main purpose of the study, it was observed that both positive and negative
emotions had an impact on the online buying behavior. In this context, when the coefficients related to
the factors are examined, it can be stated that as the positive emotions of the online consumer increases,
the frequency of purchases increases but as the negative emotions of the online consumer increases, the
frequency of purchases decreases.
The first of the sub-objectives in the study is to examine whether there is a statistically significant
difference between online purchasing behavior and demographic variables. As a result of the One Way
Anova Test performed for this purpose, the effect of age and monthly income on the online purchasing
behavior were significant. When the results in multiple comparisons are analyzed, there is a significant
difference in online purchasing behavior among participants with monthly income of less than TL 1000
and those with monthly income of TL 2001-3000 and more than TL 5000 monthly income. In addi-
tion, when the age situation is examined, a significant difference in online purchasing behavior among
participants with aged 18-25, 26 -30 and over the age of 40. Similarly, there is a significant difference
in online purchasing behavior between participants aged 31-40 and over 40. Another sub-objective of
the study is to reveal the factors affecting the consumer’s emotions in the online shopping. As a result of
multiple linear regression analysis, user interface quality, product information quality, service informa-
tion quality, site awareness, security perception, information satisfaction, and relational benefit factors
that can be expressed as factors that negatively affect consumers emotionally in purchasing online. On
the other hand, it can be stated that only product information quality, user interface quality and security
perception factors are effective on the positive emotions of online consumers.

REFERENCES

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Pro-
cesses, 50, 179–211.

236

The Effect of Consumer Emotions on Online Purchasing Behavior

Akbar, S., & Paul, T. J. (2014). Consumers’ attitude towards online shopping: Factors influencing em-
ployees of crazy domains to shop online. Journal of Management and Marketing Research, 14(1), 1–11.
Aksoy, R. (2009). İnternet ortamında pazarlama. Ankara, Turkey: Seçkin Yayıncılık.
Alcan˜iz, E. B., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure,
arousal and satisfaction. Tourism Management, 26, 833–844.
Alcan˜iz, E. B., Mafe, C. R., Manzano, J. A., & Blas, S. S. (2008). Influence of online shopping in-
formation dependency and innovativeness on internet shopping adoption. Online Information Review,
32(5), 648–667.
Allen, C. T., Machleit, K. A., Kleine, S. S., & Notani, A. S. (2005). A place for emotion in attitude
models. Journal of Business Research, 58, 494–499.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-
mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19, 133–139.
Bagozzi, R. P., Mahesh, G., & Prashanth, U. N. (1999). The Role of Emotions in Marketing. Journal of
the Academy of Marketing Science, 27(2), 184–206.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. The Journal
of Consumer Research, 13, 234–249.
Bellman, S. (2007). Theory and measurement of type 1 & type 2 emotions. Australasian Marketing
Journal, 15(1), 14–22.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior. Fourth Worth. San Diego,
CA: Harcourt College Publishers.
Blossom, D. (2001). Theoretical, methodological and analytical methods for exploring emotional
episodes: Applications to consumption emotions and emotional satisfaction (Unpublished doctoral dis-
sertation). The Arizona University.
Butler, P., & Peppard, J. (1998). Consumer purchasing on the internet: Processes and prospects. European
Management Journal, 16(5), 600–610.
Cacioppo, J. T., & Gardner, W. L. (1999). Emotion. Annual Review of Psychology, 50, 191–214.
PMID:10074678
Cengiz, E., & Şekerkaya, A. (2010). Internet kullanicilarinin internetten alişverişe yönelik satin alma
karar süreçlerinin incelenmesi ve kullanim yoğunluklari açisindan siniflandirilmasi üzerine bir araştirma.
Öneri Dergisi, 9 (33), 33-49.
Christy, C., Chan, M. K., Gloria, W. W., & Limayem, M. (2005). A critical review of online consumer
behavior: Empirical research. Journal of Electronic Commerce in Organizations, 3(4), 1–19.
Cohen, J. B., & Charles, S. A. (1991). Affect and Consumer Behavior, In Thomas S. Robertson, &
Harold H. Kassarjian (Eds.), Handbook of Consumer Behavior. Englewood Cliffs, NJ: Prentice Hall.

237
 
The Effect of Consumer Emotions on Online Purchasing Behavior

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interper-
sonal influence perspective. Journal of Marketing, 54, 68–81.
Dahle, N. M. (1999). Closing in on the web consumer. Amsterdam, The Netherlands: Elsevier.
Derbaix, C. M. (1995). The impact of affective reactions on attitudes toward the advertisement and the
brand: A step toward ecological validity. JMR, Journal of Marketing Research, 32(4), 470–479.
Deveci, F. G. (2014). Mücevher satin aliminda yaşanan duygusal çelişkilerde etkili olan değişkenlerin
belirlenmesi (Unpublished master’s dissertation). The Ataturk University.
Ekman, P. (1999). Basic emotions. Handbook of cognition and emotion. Sussex. UK: John Wiley & Sons.
Fah, B., & Choo, B. (2010). Undergraduates online purchasing behavior. Asian Social Science, (Octo-
ber), 133–138.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and
research. Boston, MA: Digital Press, Addison-Wesley.
Gallagher, K., Foster, K. D., & Parsons, J. (2001). The medium is not the message: Advertising effec-
tiveness and content evaluation in print and on the web. Journal of Advertising Research, 41(4), 57–70.
George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3),
198–212.
Gültaş, P., & Yıldırım, Y. (2016). Internetten alişverişte tüketici davranişini etkileyen demografik fak-
törler. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(10), 32–50.
Hannu, Y. (2001). Physical distribution considerations for electronic grocery shopping. International
Journal of Physical Distribution ve Logistics Management, 31(10), 750.
Hansen, F., Percy, L., & Lundsteen, S. (2006). Outstanding brands “emotionally speaking. European
Advances in Consumer Research, 6, 511–515.
Hansen, T., Jensen, J. M., & Solgaard, H. S. (2004). Predicting online grocery buying intention: A
comparison of the theory of reasoned action and the theory of planned behavior. International Journal
of Information Management, 24(6), 539–550.
Hicks, J. M., Page, T. J., Behe, B. K., Dennis, J. H., & Fernandez, R. T. (2005). Delighted consumers
buy again. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 18, 94–104.
Hoffman, D. L., & Novak, T. P. (1995). Marketing in hypermedia computer-mediated environments:
Conceptual foundations. Journal of Marketing, 60(3), 50–68.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses
to advertising. The Journal of Consumer Research, 14(3), 404–420.
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A generalized utility model of disappointment and regret effects
on post-choice valuation. Marketing Science, 16, 97–111.
Kabadayı, E. T., & Alan, A. K. (2013). Duygu tipolojilerinin tüketici davranışları üzerindeki etkisi ve
pazarlamadaki önemi, İşletme Araştırmaları Dergisi, 5(1), 93-115

238

The Effect of Consumer Emotions on Online Purchasing Behavior

Karahanna, E., & Straub, D. W. (1999). The psychological origins of perceived usefulness ad ease-of-
use. Information ve Management, 35(4), 237–250.
Karakaya, E. (2017). Müşteri duygulari ile müşteri memnuniyeti, sadakati ve satin alma sonrasi kolay-
lik arasindaki ilişkilerin incelenmesi: Yüksekokul öğrencileri ile gerçekleştirilen bir saha çalişmasi.
Uluslararası Sosyal Araştırmalar Dergisi, 10(50), 747–757.
Keeney, R. L. (1999). The value of internet commerce to the customer. Management Science, 45(4),
533–542.
Kiang, M. Y., Raghu, T. S., & Shang, K. (2000). Marketing on the Internet: Who can benefit from an
online marketing approach? Decision Support Systems, 27(2), 383–393.
Kim, E. Y. (2004). Online purchase intentions for products categories: The functions of internet motivations
and online buying tendencies. Journal of the Korean Society of Clothing and Textiles, 32(6), 890–901.
Kim, H. S. (2005). Consumer profiles of apparel product involvement and values. Journal of Fashion
Marketing and Management: An International Journal, 9(2), 207–220.
King, S. C., & Meiselman, H. L. (2010). Development of a method to measure consumer emotions as-
sociated with foods. Food Quality and Preference, 21, 168–177.
Laros, F. J. M., & Steenkamp, J. B. (2005). Emotions in consumer behavior: A hierarchical approach.
Journal of Business Research, 10, 1437–1445.
Leinbach-Reyhle, N. (2015). The single most important reason why online marketing is more important
than ever. Retrieved from https://www.forbes.com/sites/nicoleleinbachreyhle/2015/06/16/the-single-
most-important-reason-why-online-marketing-is-more-important-than-ever/#43583aa53bff
Luo, J., BA S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed
websites on satisfaction. Management Information Systems Quarterly, 36(4), 1131–1144.
Maes, P., Gutman, R. S., & Maukas, A. G. (1999). Agents that buy and sell. Communications of the
ACM, 42(3), 81–91.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experi-
ence: Evaluation, feeling, and satisfaction. The Journal of Consumer Research, 20(3), 451–466.
McGaughey, R. E., & Mason, K. H. (1998). The Internet as a marketing tool. Journal of Marketing
Theory and Practice, 6(3), 1–11.
Monsuwe, T. P., Dellaert, G. C., & Ruyter, K. D. (2004). What drives consumers to shop online? A
literature review. International Journal of Service Industry Management, 15(1), 102–121.
Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and
overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Market-
ing Science, 31(4), 448–458.
Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment
of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51–65.

239
 
The Effect of Consumer Emotions on Online Purchasing Behavior

Özcan, S. O. (2010). Internet pazarlama faaliyetlerinde tüketici satin alma karar süreci. IUYD, 1(2), 30–39.
Özdemir, Ö., & Taşkın, Ç. (2017). Online itkisel satin alma davranişi: PLS-SEM ile bir model önerisi.
Bursa, Malaysia: Dora Basım Yayın.
Park, C. H., & Kim, Y. G. (2003). Consumer purchase behavior in an online shopping context. Interna-
tional Journal of Retail & Distribution Management, 31(1), 16–29.
Perry, P., Martai, B., & Stefano, P. (2013). Translating the need for touch to online fashion shopping via
digital technology. Proceedings of The First International Conference on Digital Technologies for the
Textile Industries the University of Manchester, 8.
Plutchik, R. (1980). Emotion: A Psycho-evolutionary synthesis. New York, NY: Harper and Row Publishing.
Rangaswamy, A., & Gupta, S. (1999). Innovation adoption and diffusion in the digital environment:
Some research opportunities. E-business Research Center Working Paper, 02(1999), Penn State.
Richins, M. L. (1997). Measuring emotions in the consumption experience. The Journal of Consumer
Research, 24, 127–146.
Sebastianelli, R., Tamimi, N., & Rajan, M. (2008). Perceived quality of online shopping: Does gender
make a difference? Journal of Internet Commerce, 7(4), 445–469.
Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). Consumer behavior a European
perspective. UK: Prentice Hall.
Stayman, D. M., & Aaker, D. A. (1988). Are all the effects of ad-induced feelings mediated by ad? The
Journal of Consumer Research, 15, 368–373.
Stayman, D. M., & Batra, R. (1991). Encoding and retrieval of ad affect in memory. Journal of Market-
ing Research, 28, 232–239.
Taylor, R. K. (2000). Marketing strategies: Gaining a competitive advantage through the use of emotion.
Competitiveness Review, 10(2), 146–152.
Tek, Ö. B., & Özgül, E. (2005). Modern pazarlama ilkeleri. İzmir, Turkey: Birleşik Matbaacılık.
Tronvoll, B. (2010). Negative emotions and their effect on customer complaint behavior. Journal of
Service Management, 22, 111–134.
Westbrook, R. A. (1987). Product-consumption-based affective responses and post purchase process.
Journal of Marketing Research, 24, 258–270.
White, C., & Yu, Y. T. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of
Services Marketing, 19(6), 411–420.
Yrjola, H. (2001). Physical distribution considerations for electronic grocery shopping. International
Journal of Physical Distribution & Logistics Management, 31(10), 746–761.
Zwass, V. (1996). Electronic commerce: Structure and issues. International Journal of Electronic Com-
merce, 1(1), 3–23.

240
 
The Effect of Consumer Emotions on Online Purchasing Behavior

KEY TERMS AND DEFINITIONS

Consumer Emotions: It is used to define consumption experiences and to create an impact on the
consumer.
Online Purchasing Behavior: It is used to purchase of products or services through the online en-
vironment for consumers’ personal use or the use of their households.

241

View publication stats